From August 28 to 30, 2023, the city of Casablanca, Morocco, hosted the  PAMRO 2023 conference (Pan-African Media Research Organization). This annual gathering brought together leading experts, researchers, and representatives from media organizations worldwide to discuss the latest developments and innovations in media analytics.

One of the highlights of PAMRO 2023 was the presentation of a groundbreaking project: the launch of the new TAM in Azerbaijan. This initiative was presented by Irada Sultanova, the Managing Director of MARSA, and Renata Uhlarikova, the co-founder of ‘PureXMedia.’ The presentation covered the project’s implementation and the results achieved to date, as well as the market changes that have occurred as a result of the new TAM system. This project represents a pivotal step in advancing the Azerbaijani media industry and advertising market, opening up new prospects for more effective and sustainable media advertising in the future.